Strategic Advertising Mechanisms

Download or read book Strategic Advertising Mechanisms written by Jorge David Fernández Gómez and published by Intellect (UK). This book was released on 2021-09-27 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: An academic review of the major marketing techniques that transformed advertising communication forever. This book takes an in-depth look at the most important and transcendent strategic advertising mechanisms to emerge in the twentieth century. Charting trends in classic advertising methodologies, the author explores key concepts from Rosser Reeves's unique selling proposition and Procter & Gamble's copy strategy to influential modern approaches including Kevin Roberts's Lovemarks and Douglas Holt's iconic brand framework. It also considers European mechanisms, including Jacques Séguéla's star strategy and Henri Joannis' psychological axis theory. Practitioners, researchers, scholars, and students will find much to gain from this rich exploration of the strategies that shaped modern advertising and the figures behind them.